Syndication methodology to dynamically place digital assets on non-related web sites

ABSTRACT

Digital assets are syndicated by constructing a web page and inserting into the web page JavaScript associated with a digital asset that is desired to be part of a fully rendered web page. The content of the digital asset is not initially part of the web page. The script, when executed by a browser, requests the content of the digital asset from a remote site. The request includes a uniform resource identifier (URI) of the web page and a unique identifier of the selected content. The remote site receives the request and authenticates whether the URI is authorized to receive the selected content. If so, the remote site locates the selected content and sends the selected content to the web browser. The web browser assembles the initially requested web page using the selected content obtained from the remote site.

CROSS-REFERENCE TO RELATED APPLICATIONS

[0001] This application claims the benefit of U.S. ProvisionalApplication No. 60/223,394 filed Aug. 7,2000, entitled “SYNDICATIONMETHODOLOGY TO DYNAMICALLY PLACE DIGITAL ASSETS ON NON-RELATED WEBSITES.”

COPYRIGHT NOTICE AND AUTHORIZATION

[0002] Portions of the documentation in this patent document containmaterial that is subject to copyright protection. The copyright ownerhas no objection to the facsimile reproduction by anyone of the patentdocument or the patent disclosure as it appears in the Patent andTrademark Office file or records, but otherwise reserves all copyrightrights whatsoever.

BACKGROUND OF THE INVENTION

[0003] The present invention is directed to the process of Active DataSyndication and its use in web development and content management. Morespecifically, the present invention establishes the mechanism, theframework, the interfaces and the ancillary methodology to allowmultiple content creators to offer for targeted syndication or networkdistribution and retrieval of digital assets across the web and to havethose assets present within the constrains of the receiving web site,and to automate that process, where warranted.

[0004] Conventional web sites consist of a wide variety of articles andinformation compiled and entered independently by a webmaster. Toolsabound to facilitate the production of such web sites, from textual HTMLeditors to visual page designers like Adobe GoLive. Programs likeLinkBOT exist to validate links among pages. However, theconventionality of this form of web site generation becomes merely ashell for the advent of the more advanced, dynamic and interactive website.

[0005] Site management tools allow for the collaborative efforts of sitecreation, but are significantly limited in their ability to shareinformation and digital assets across the boundaries of web sites.

[0006] Syndication or distribution of digital assets across the webheretofore involved the direct replication of those assets to a databaseserver under the control of the receiving web site manager, and awayfrom the control of the supplier of the digital asset. Examples ofimplementations where content replication is the primary form of assetsyndication include those from Vignette, Kinecta, Interwoven, ICE, andArcadiaOne.

[0007] Accordingly, there is a need for a system which (1) unifies theway digital assets, in any form, are shared from one site to another,(2) unifies the distribution of those digital assets across multipleplatforms, (3) allows the owners of digital asset a management tool fortracking the business relationships surrounding the use of the digitalassets, (4) establishes mechanisms, interfaces and methodology for thesecure flow of information through information distribution networks,(5) facilitates the webmaster to have updated digital content present onthe web site, and (6) automates the update of web content. The presentinvention fulfills these needs.

[0008] Prior to the present invention, it was not possible for web sitesgoverned by any number of normal content management tools to proactivelyshare information with independent and unrelated web sites. Thelightweight and transportable tool of the present invention allows for aweb site to be programmed to receive digital asset information in amultiplicity of formats, and to display those assets within the styleand constraints of the receiving web site. The web sites need not becollocated, nor do they need to be created using the same tools. Theysimply need to render HTML in any web browser, capable of interpretingJava and JavaScript. The power of this tool is such that it can enhance,if not revolutionize, the bi-directional communications infrastructureusing the web. These managed information distribution networks do forthe Internet what faxes and overnight mail did for corporatecorrespondence two decades ago.

SUMMARY OF THE INVENTION

[0009] The present invention provides a scheme of obtaining selectedcontent for a web page, wherein the selected content itself is notinitially part of the web page. The web page includes script, such asJavaScript, associated with the selected content. The scheme operates asfollows:

[0010] 1. A web browser requests a web page that includes scriptassociated with the selected content. The selected content may be only aportion of the web page. The selected content may be a digital asset oran executable file. In the preferred embodiment, the web page isconstructed using HTML, and the script is embedded therein.

[0011] 2. The web browser interprets the script and formats a request toobtain the selected content from a remote site. The request includes auniform resource identifier (URI) of the web page and a uniqueidentifier of the selected content. The URI may be a URL.

[0012] 3. A remote site, such as a web server, receives the request andauthenticates whether the URI is authorized to receive the selectedcontent. If so, then the remote site locates the selected content andsends the selected content to the web browser. The selected content maybe stored in a content repository connected to the web server. If theURI is not authorized to receive the selected content, then the remotesite sends a signal to the web browser that the selected content is notavailable, and the web browser assembles the web page without theselected content.

[0013] 4. The web browser assembles the initially requested web pageusing the selected content obtained from the remote site.

[0014] The assembled web page may include one or more content sets fromthe syndicator, each having its own script for implementing the stepsabove.

[0015] In one preferred embodiment, the script includes a subscriberidentifier and a content identifier which are both used to create theunique identifier of the selected content.

[0016] The present invention also provides a scheme for syndicatingdigital assets. A web page is constructed, and script, such asJavaScript, associated with at least one digital asset that is desiredto be part of the fully rendered web page is inserted into the web page.The script, when executed by a browser, performs modest authenticationregarding the URI and requests the content of the digital asset fromcontent repository. The request includes a uniform resource identifier(URI) of the web page and a unique identifier of the selected content.In one preferred embodiment, the script includes a subscriber identifierand a content identifier, which, together, create the unique identifierof the selected content. The selected content may be an executable file.

BRIEF DESCRIPTION OF THE DRAWINGS

[0017] The following detailed description of preferred embodiments ofthe present invention would be better understood when read inconjunction with the appended drawings. For the purpose of illustratingthe present invention, the drawings show embodiments of the presentinvention which are presently preferred. However, the present inventionis not limited to the precise arrangements and instrumentalities shown.In the drawings:

[0018]FIG. 1 is a schematic block diagram that provides an overview ofone preferred embodiment of the asset syndication scheme of the presentinvention;

[0019]FIG. 2 is a database schema for one preferred embodiment of thepresent invention;

[0020]FIG. 3 is an authentication schema for one preferred embodiment ofthe present invention;

[0021] FIGS. 4-13B are user interface displays (administrative screenshots) for one preferred embodiment of the present invention;

[0022]FIG. 14 is a database schema for the second preferred embodimentof the present invention;

[0023]FIGS. 15A and 15B, taken together, are overall schemas for thesecond preferred embodiment of the present invention;

[0024]FIG. 16 is a schematic block diagram of the second preferredembodiment of the present invention;

[0025] FIGS. 17-19 are JavaScript source code snippets for implementinga web application embodiment of the present invention; and

[0026]FIG. 20 is a database schema for the web application embodiment ofthe present invention.

DETAILED DESCRIPTION OF THE INVENTION

[0027] Certain terminology is used herein for convenience only and isnot to be taken as a limitation on the present invention. In thedrawings, the same reference letters are employed for designating thesame elements throughout the several figures.

[0028] I. Definitions

[0029] Content: Any textual, visual, and audio materials or thecombination thereof, including animated images, video clips, executablefiles, or digital assets targeted for presentation.

[0030] Content Repository: a database of file structure which containsthe syndicatable asset.

[0031] Syndicated Asset: Any content which is available to anauthenticated receiver.

[0032] Authenticated Receiver: A receiver of content that is authorizedto retrieve and present that content.

[0033] Subscriber: Synonym to Authenticated Receiver.

[0034] Domain: The name which appears in the URL between the “www” andthe end of the three letter extension (e.g., .com, .net, .org). Example:www.regiononline.com, the domain is regiononline.com.

[0035] II. Overview of Present Invention

[0036] Referring to FIG. 1, the following steps are performed:

[0037] 1. A request is made from a web appliance to a UTRL, whichcontains a web page that has embedded the syndication code.

[0038] 2. The web page, while rendering other data present on the page,such as navigation, headers and footers, and other assets not related tothe syndicated content, returns JavaScript which tests the appliance forthe site URL requested. The JavaScript effectively functions as adynamic content retrieval agent.

[0039] 3. This information is then used to authenticate the contentpresence on the site as valid, and then to retrieve from the syndicationdatabase those assets for display, and render those syndicated assetsthrough the appliance.

[0040] The present invention introduces the notion of web real estateand the apportionment of content sections to a particular web page. Avisually unified site is substantially divided into sub-sites, orcontent sections, that are independently maintained by section managersor through syndicated content offerings. As a direct and targetedinformation management delivery tool, the present invention is useful tothe large corporation, a community site, or any site which enables thesharing of targeted information. Any content or information rich sitewill find this present invention very helpful.

[0041] The present invention may be used to complement web pages createdin MS Frontpage, or any number of content management tools. The presentinvention does not perform visual layout, and may be considered apost-design tool.

[0042] The present invention may be used with any number of programminglanguages such as Cold Fusion, ASP, C⁺⁺, Java, Visual Basic or Perl. Thepresent invention may serve as an extension to the web page, or anadd-on component to any number of content management tools.

[0043] The present invention may be used on any site that renders HTML,and is intended to be programming language neutral, through the use ofJavaScript, servlets, and Java features.

[0044] III. Detailed Description of one Preferred Embodiment

[0045] In one preferred embodiment of the present invention as describedherein, the user communicates through a browser with the necessary website via an electronic network, such as the Internet. However, the scopeof the invention includes other types of user interfaces and electronicnetworks that are capable of performing the desired functions.

[0046] The present invention is described in the context of acommercially available software product called Active Data Syndicator™,available from Active Data Exchange, Inc., Bethlehem, Pa.

[0047] A. Detailed Explanation of Figures and Appendices

[0048]FIG. 2 is a self-explanatory database schema for one preferredembodiment of the present invention, and FIG. 3 is a self-explanatoryauthentication schema for one preferred embodiment of the presentinvention.

[0049]FIG. 4 is an administrative entry screen for beginning theprocess.

[0050]FIG. 5 is a user interface display that allows for the selectionfrom an existing syndication or the creation of a new syndication.

[0051] Referring to FIG. 6, if the administrator chooses the “go get it”button from the FIG. 5 display, then a listing of the syndication offersare presented. The “clickable” first field allows for the modificationof that offering.

[0052]FIGS. 7 and 8 are user interface displays a for a “New Setup.” Theadministrator completes the fields shown in these displays.

[0053]FIG. 9 is a user interface display that allows for the viewing ofthe necessary syndication code for placement into the HTML of thesubscriber/receiver web site.

[0054]FIG. 10A shows the actual code for placement on thesubscriber/receiver HTML page for the fictitious client Attorney at Law.This code allows for the one time insertion of the code for presentationof information, news, events, or other digital assets on an ongoingbasis.

[0055]FIG. 10B shows the same code, modified to present the latestasset, as well as the creation of several hypertext links for viewablearchives of older digital assets. In this case, there is the ability topresent for viewing up to 10 viewable archives from the database.

[0056]FIGS. 11 and 12 show additional administrative functions for thedeletion of a subscriber.

[0057]FIGS. 13A and 13B show the list of subscribers/receivers foroverall administrative purposes.

[0058] Appendix A is the syndication source code for the embodiment ofthe present invention shown in FIGS. 2-13B.

[0059] Appendix B is the servlet package source code for the embodimentof the present invention shown in FIGS. 2-13B.

[0060] B. Inherent Security

[0061] All web sites do not use the same syndication code. Subtledifferences in the code are “keyed” to the receiving domain. It isthrough this “key” that the integrity of the business relationship andthe placement of the digital asset are preserved. The process includes asecurity module that looks at the browser URL of the appliance todetermine which URL (domain) it is calling. If the domain does not matchan existing client URL (coupled with the content authorized for use), amessage is returned to the appliance, which states that the content isunavailable.

[0062] C. Web Site Setup for Receiving Syndication Offerings

[0063] To set up a web site page for syndication, a few parameters mustbe understood and defined:

[0064] 1. The receiving URL, as authentication or validation of thereceiver/subscriber is performed to the domain level.

[0065] 2. The asset section to be syndicated. This refers to a contentsection in a content management system. One instant example would be tosyndicate “What's News” from a company or organization. This section ofthe site is a hypothetical region where all information regarding pressreleases and latest organizational information is to be found. In thisinstallation, the site only needs to be set up with the HTML snippet onetime. Content changes occur dynamically.

[0066] 3. The number of displayed archives the receiver would like to beable to view. This is a title listing of previously syndicated contentfor this section.

[0067] 4. The database location of the digital asset.

[0068] 5. The organizational name (for administrative purposes).

[0069] 6. The start and end time for the syndication. This is importantif the syndicated asset is time dependant or whether or not thesubscription to the syndicated digital asset is on a monthly or othertime dependent basis.

[0070] Through these parameters, metrics can be derived which display,from the syndication-offered standpoint, several management reportsuseful in understanding the offerings and their use. Metrics include:

[0071] 1. Number of times a digital asset is accessed by a subscriber(useful in fee per use models as well as for tracking relative worth ofthe asset).

[0072] 2. Places where the digital asset can be viewed/authorizeddomains.

[0073] 3. Listing of the offerings available for release through thesyndication model.

[0074] 4. Through an oblique methodology, a measure of the physicaloverhead of the device housing that content.

[0075] D. Database Interrelationships

[0076] As discussed above, the present invention is platform independentand program neutral. It functions equally as well on operating systemswritten in Microsoft, as it does from that of Red Hat Linux.Furthermore, the database from which it pulls its content may either beMS SQL, Informix, Sybase or Oracle, as it uses command phrases which arenon-vendor specific (ANSI SQL). The hardware, however, must be ofsufficient strength to power databases that conceivably will receivehundreds of thousands of requests per second. FIG. 2, described above,illustrates one preferred database schema for the present invention.

[0077] E. Architectual Overview

[0078] The implementation of this business process and its underlyingsoftware is hardware independent, providing that the followingapplications/services are available: An application server running aservlet engine such as Allaire's JRUN or TomCat, and a web server suchas Internet Information Server (IIS) from Microsoft or an Apache webserver should the operating system of the server be RedHat Linux orUnix. The database server should have a strong relational database suchas MS SQL, Oracle, or Sybase, overtop of the appropriate operatingsystem.

[0079] The location of the servers used in the present invention can beanywhere within the infrastructure of the existing client network. Onesuitable scheme is to locate the servers behind a redundant firewall.

[0080] The invention environment provides for all system hardwarerequisite to the invention work. It includes an application/web serverthat controls the look of web pages, serves content for the web pages,and provides the environment for the administration of those tasks. Thestandard operating system for this invention is Linux. However, a clientmay choose Windows NT or UNIX as an alternate operating system (OS).Coupled with the OS, a web server needs to be chosen. In the example ofRed Hat Linux, one suitable choice would be Apache. However, a WindowsNT environment would most likely use IIS. Since the present invention isa Java-based application, a servlet engine needs to be incorporated intothe server operation. One suitable configuration to support theinvention includes the following elements:

[0081] Operating System (Application Server)

[0082] Windows NT 4.0 with Service Pack 6A

[0083] Red Hat Linux 6.2

[0084] Databases (Database Server)

[0085] Sybase 11.02 [Windows NT, Linux]

[0086] Oracle 8i Server 8.1.5 [Windows NT, Solaris, Linux]

[0087] Microsoft SQL Server 6.5 with Service Pack 6A [Windows NT Only]

[0088] Microsoft SQL Server 7.0 [Windows NT Only]

[0089] JDBC Drivers

[0090] Microsoft SQL Server 6.5, 7.0: SPRINTA JDBC 2.0 Driver version2000 [Type 4]

[0091] Oracle 8.0.5.0. Production release JDBC [Windows NT, Solaris,Linux]

[0092] HTTP Servers (Web Server Types) Operating JRUN 2.3.3 or greater

[0093] Netscape Enterprise Server 3.0, 3.6 [Windows NT, Solaris, Linux,AIX]

[0094] Microsoft Internet Information Server Version 4.0 [Windows NTOnly]

[0095] Apache and Stronghold Web Server 2.4.2 [NT, AIX, Solaris, Linux]

[0096] Java Development Kit (JDK)

[0097] Recommendation: Sun Compliant JDK minimum version 1.2.2

[0098] Example Configurations:

[0099] 1. Linux Application Server with NT OS running the Databaseserver Application/Web Server: Red Hat Linux version 6.2 with an Apacheweb server. Database Server: Microsoft NT 4.0 with Service Package 6Aand MS SQL version 7 as the database.

[0100] 2. Linux Application Server with Linux OS running the Databaseserver Application/Web Server: Red Hat Linux version 6.2 with an Apacheweb server. Database Server: Red Hat Linux version 6.2 with Oracle 8i asthe database.

[0101] 3. NT Application Server with NT OS running the Database serverApplication/Web Server: Microsoft NT 4.0 with Service Package 6A and IISversion 4 with full options as the Web Server. Database Server:Microsoft NT 4.0 with Service Package 6A and MS SQL version 7 as thedatabase.

[0102] The Database Server becomes more critical as database sizeincreases over time. It is feasible for an installation to use adifferent OS for the application server than that of the databaseserver. Different database engines serve data at different rates (somefaster than others) and some networks operate with corporate standardswhich mandate the use of certain configurations, to standardizeapplication environments for ease of maintenance. For those reasons, thepublishing database was developed platform independent. It isfunctionally transparent whether or not it is installed over Oracle,Sybase, MS SQL or Informix.

[0103] The present invention may be installed as part of a relatedproduct from Active Data Exchange, Inc., called Active DataPublisher™/Web Server, or it may be a functionally independent device.The setup of the environment of the present invention is the same as theApplication/Web server environment.

[0104] F. Examples of Syndication use and Application

[0105] Case One: Large organization with multiple web sites (Public andPrivate)

[0106] A large organization has multiple web sites to manage, bothpublic (visible to all) and private (internal and departmental innature). The sites are repositories for a wide variety of informationspecific to their department of corporate division. There are, however,many assets which are frequently reproduced and shared among thosesites. If a directive from Senior Management needs to be presented oneach of the sites, conventional content management tools would requirethe HTML editors to re-post the directive on each and every site. Thisrepetitive process creates organizational inefficiencies.

[0107] Using the present invention, an HTML snippet is placed on thepage in the place where information bulletins will be seen. (See FIGS.10A and 10B which illustrate an HTML snippet.) Every time a newinformation bulletin is released, the web page is automatically updated,without technology intervention. Furthermore, the bulletin is created inthe native environment frequently used by the author or their assistant,and posted once through an intuitive, easy to use interface module whichconverts the document to HTML, enters the data into the syndicationdatabase, and prepares it for view on the site.

[0108] Case Two: Supply Chain Information Management

[0109] A manufacturer manages information streams from raw materialssuppliers (upstream providers) to distributors (end users). Themanagement objective is to assure that the end user receives thecompleted goods at a fair price in a timely manner, and that the rawmaterials suppliers notify the manufacturer of delays in shipments,which, in turn, affect product availability. If one believes that themain differentiation between suppliers of similar materials is theirability to enhance communications with clients and vendors, and thatissue singularly is what is going to set apart one from another, thenthe implementation of the tools provided by the present invention is thelinchpin in corporate success. In this example, it is helpful from asupply management role to understand the needs of the client and theability for the vendor to supply product to create the materials for theclient. Subscribing to the notion of apportioned web real estate, andhaving particular areas designated for information relevant to those inthe supply chain, a new communications modality is created called aDigital Information Network that is linking the supplier and the enduser in such a fashion as to be able to enhance the decision process,increase productivity, and enhance the digital economy.

[0110] IV. Detailed Description of a Second Preferred Embodiment

[0111] The second preferred embodiment may be used with Active DataSyndicator v.3.

[0112] A. Detailed Explanation of Figures and Appendix

[0113]FIG. 14 is a self-explanatory database schema for the secondpreferred embodiment. FIG. 14 shows only the portion of the databaseschema that relates to the present invention.

[0114]FIGS. 15A and 15B, taken together, are self-explanatory overallschema for the second preferred embodiment.

[0115]FIG. 16 is a schematic block diagram of the second preferredembodiment.

[0116] Appendix C is the combined syndication and servlet package sourcecode for the embodiment of the present invention shown in FIGS. 14-16.

[0117] B. Implementation of Second Embodiment

[0118]FIG. 16 shows an overview of the second preferred embodiment. Thebasic elements include web pages located at a plurality of differentLRLs, a viewing browser, an application web server that hosts thesyndication product, and a content repository. Each of these elementsmay be interconnected by any suitable communication medium, such as theInternet. The process operates as follows:

[0119] 1. A user at the viewing browser requests a web page from aparticular web site. The requested web page contains HTML elements, aswell as at least one snippet of JavaScript associated with thesyndicated digital asset. Alternatively, the requested web page does nothave to reside on a web site. The requested web page may also be asimple HTML file stored on the hard drive of a user's local computer incases where an authenticating URL is not required.

[0120] 2. The snippet of JavaScript is received by the browser.

[0121] 3. When the JavaScript is received, it is not immediately used bythe browser on the part of the web page on which it resides. Instead,the “src” attribute of the JavaScript tag is used to make a call to aJava servlet. More specifically, the JavaScript forms an HTTP (or HTTPS)request that includes a UTRI (e.g., a URL) of the requested web page asobtained from the browser, and a unique identifier contained within theJavaScript. In one preferred embodiment, the unique identifier is acombination of a subscriber identifier (sub ID) and a content identifier(content ID). In effect, the HTTP request is saying that URI [xyz] isrequesting content [123], and is asking if it is okay to deliver it. TheHTTP request is sent to an application web server that is designated byan address located within the JavaScript.

[0122] 4. At the application web server, the syndication productreceives the URI and the unique identifier,

[0123] 5. The syndication product then looks in an authentication tableto determine if there is a matching URI and unique identifier. If so,then the unique identifier is parsed to obtain the sub ID and contentID. The sub ID is used to check the current account status of thesubscriber, and the content ID is used to locate the content in thecontent repository.

[0124] 6. Assuming that a match is found in the authentication table,the subscriber ID is properly authorized, and the content is located inthe content repository, then the content is retrieved from the contentrepository and sent by the syndication product to the browser forinsertion at the appropriate location during the rendering of the webpage. To facilitate this process, the syndication product containscontent filtering and parsing methods (called “parseContent” and“swapStrings” in the example source code) which are used to prepare thecontent so that it can be rendered appropriately in the web page via aJavaScript “document.write” statement. If no match is found in theauthentication table, and/or if the subscriber ID is not properlyauthorized, then a message is returned indicating that requested contentcannot be received. Alternatively, no message is returned and the usermerely does not receive the requested content. If the content is a textarticle, the web page may have a blank portion where the requestedcontent would have appeared. If the content is multimedia-oriented, suchas an audio file, then such content is not experienced.

[0125] 7. The syndication content manager updates its records to reflectthe activity. The manager may track content retrievals and chargesubscriber accounts (if any exist) for such content retrievals. Thecontent manager may remove an entry from the authentication table basedupon expiration dates, number of retrievals, or any other suitablefactor.

[0126] The process described above preferably occurs seamlessly in nearreal-time. Thus, the user is not aware that content (which is typicallyonly a portion of the web page, but could be the entire content of theweb page) is being requested and delivered from a remote contentrepository during the rendering of the web page.

[0127] The term “web application” as used herein refers to dynamic HTMLweb site content which varies depending upon user input, includes one ormore interactive forms, involves the use of a web serverprogramming/scripting language (e.g., Java, Perl, Cold Fusion, ActiveServer Pages, etc.), and may also make use of a backend database serverfor data storage. Some common examples of web applications includeguestbooks, forums and shopping carts. Web applications typicallyexecute on the same server as the hosting web server. This arrangementcan place significant strain on the web server, especially when a largenumber of users are simultaneously requesting service and/or many websites and applications are running concurrently on the same server.(This situation often occurs with ISP's.) The present inventionleverages the JavaScript capabilities of the user's browser to executethe web application at a remote server independent of the subscriber'shosting web server, thereby reducing the potential load on thesubscriber's web server and greatly simplifying the process by which aweb application can be incorporated into a subscribing web site. Thatis, simply include the JavaScript snippet of the application using thepresent invention's syndication methodology in the HTML on thesubscriber's web site. No further programming is then needed on thesubscriber's web server. The user's browser effectively invokes theremote web application that runs and makes the subscriber's web pagedynamic.

[0128] The present invention may be used for flat (static) sites andflat sites having one or more dynamic sections, as well as for fullydynamic sites.

[0129] The present invention is further advantageous because the trafficfor creating the web pages uses port 80 (for http traffic) and port 443(for https traffic), and thereby can pass through most server firewalls.

[0130] C. Web Application Example

[0131] Active Data Randomizer, available from Active Data Exchange,Inc., Bethlehem, Pennsylvania, is an example of a simple web applicationwhich incorporates the syndication methodology of the present invention.Randomizer produces two syndicated assets from two different JavaScriptsnippets.

[0132]FIG. 17 shows the first JavaScript snippet which renders in thebrowser as an administrator area (see FIG. 18) for the subscribing website administrator to use in the configuration and entry of groups ofHTML blurbs.

[0133]FIG. 19 shows the second JavaScript snippet which is generatedfrom the administrative area and renders in the browser as a randomlyselected HTML blurb from a group of HTML blurbs specified during thegeneration of the snippet.

[0134] Appendix D is a User Guide for this embodiment, and Appendix Eshows sample source code for this embodiment.

[0135] The present invention may be implemented with any combination ofhardware and software. If implemented as a computer-implementedapparatus, the present invention is implemented using means forperforming all of the steps and functions described above.

[0136] The present invention can be included in an article ofmanufacture (e.g., one or more computer program products) having, forinstance, computer useable media. The media has embodied therein, forinstance, computer readable program code means for providing andfacilitating the mechanisms of the present invention. The article ofmanufacture can be included as part of a computer system or soldseparately.

[0137] It will be appreciated by those skilled in the art that changescould be made to the embodiments described above without departing fromthe broad inventive concept thereof. It is understood, therefore, thatthis invention is not limited to the particular embodiments disclosed,but it is intended to cover modifications within the spirit and scope ofthe present invention as defined by the appended claims.

What is claimed is:
 1. A method of obtaining selected content for a webpage, wherein the selected content itself is not initially part of theweb page, the web page including script associated with the selectedcontent, the method comprising: (a) a web browser requesting a web pagethat includes script associated with the selected content; and (b) theweb browser interpreting the script and formatting a request forobtaining the selected content from a remote site, the request includinga uniform resource identifier (URI) of the web page and a uniqueidentifier of the selected content.
 2. A method of claim 1 furthercomprising: (c) a remote site receiving the request and authenticatingwhether the URI is authorized to receive the selected content, and, ifso, the remote site locating the selected content, and sending theselected content to the web browser; and (d) the web browser assemblingthe initially requested web page using the selected content obtainedfrom the remote site.
 3. The method of claim 2 wherein the remote siteis a web server, and the selected content is stored in a contentrepository connected to the web server.
 4. The method of claim 2 whereinthe selected content includes two or more different selected content,each selected content being used for different parts of the web page,wherein each selected content has its own script for implementing steps(b)-(d).
 5. The method of claim 2 wherein in step (c), if the URI is notauthorized to receive the selected content, the remote site sends asignal to the web browser that the selected content is not available,and the web browser assembles the web page without the selected content.6. The method of claim 1 wherein the URI is a uniform resource locator(URL).
 7. The method of claim 1 wherein the selected content is only aportion of the web page.
 8. The method of claim 1 wherein the selectedcontent is a digital asset.
 9. The method of claim 1 wherein theselected content is an executable file.
 10. The method of claim 1wherein the script includes a subscriber identifier and a contentidentifier, and step (b) further comprises using the subscriberidentifier and the content identifier to create the unique identifier ofthe selected content.
 11. The method of claim 1 wherein the web page isconstructed using HTML, and the script is embedded therein.
 12. Themethod of claim 1 wherein the script is JavaScript.
 13. A method ofsyndicating digital assets comprising: (a) constructing a web page; and(b) inserting into the web page script associated with at least onedigital asset that is desired to be part of a fully rendered web page,wherein the script, when executed by a browser, requests the content ofthe digital asset from a remote site, the request including a uniformresource identifier (URI) of the web page and a unique identifier of theselected content.
 14. A method of claim 13 wherein the script isJavaScript.
 15. A method of claim 13 wherein the selected content is anexecutable file.
 16. A method of claim 13 wherein the script includes asubscriber identifier and a content identifier, which, together, createthe unique identifier of the selected content.
 17. An article ofmanufacture for syndicating digital assets, the article of manufacturecomprising a computer-readable medium holding computer-executableinstructions for performing a method comprising: (a) constructing a webpage; and (b) inserting into the web page script associated with atleast one digital asset that is desired to be part of a fully renderedweb page, wherein the script, when executed by a browser, requests thecontent of the digital asset from a remote site, the request including auniform resource identifier (URI) of the web page and a uniqueidentifier of the selected content.
 18. The article of manufacture ofclaim 17 wherein the script is JavaScript.
 19. The article ofmanufacture of claim 17 wherein the selected content is an executablefile.
 20. The article of manufacture of claim 17 wherein the scriptincludes a subscriber identifier and a content identifier, which,together, create the unique identifier of the selected content.
 21. Anapparatus for syndicating digital assets comprising: (a) means forconstructing a web page; and (b) means for inserting into the web pagescript associated with at least one digital asset that is desired to bepart of a fully rendered web page, wherein the script, when executed bya browser, requests the content of the digital asset from a remote site,the request including a uniform resource identifier (URI) of the webpage and a unique identifier of the selected content.
 22. The apparatusof claim 21 wherein the script is JavaScript.
 23. The apparatus of claim21 wherein the selected content is an executable file.
 24. The apparatusof claim 21 wherein the script includes a subscriber identifier and acontent identifier, which, together, create the unique identifier of theselected content.